The advertising arm of the Carrefour group has consolidated data from disparate sources to focus its ad investment
Carrefour Media, the advertising arm of the Carrefour Group, has rolled out a new marketing ecosystem to improve its engagement with customers across all touchpoints. Acxiom
’s Audience Operating System (AOS) will enable the connection of disparate sources of online and offline data within Carrefour supermarkets to aid the giant retailer optimise its ad investment.
“We have been thinking of building a new market to allow our partners to access our marketing data in a privacy friendly way for 2 years”, said Jean-François Pagnoux, head of marketing at Carrefour Media. “This deployment within Carrefour Media will drive the optimisation of our media buying, the monetisation of our audiences and the improvement of consumers’ engagement with the Carrefour brand.”
A first in France
Created 3 years ago, Carrefour Media is the first advertising sales house developed by a retailer in France. It offers multi-channel media activation solutions with over 30 touch points that flag the whole path of a shopper: from physical points of sale (hypermarkets, supermarkets, convenience stores), during themed events like the Tour de France for example, across its e-commerce sites (Carrefour.fr, online, ooshop, drive, voyages, spectacles and mobile) by leveraging its big data client loyalty program. Carrefour Media ran over 650 campaigns in 2013.
The new platform puts Carrefour’s CRM data at the heart of a secure and anonymous environment. It consolidates data from several enterprise touch points –CRM, Media, supermarket—and enables the management of all interactions across all channels via a single platform.
This solution will allow Carrefour to monetise all of its marketing data while providing a more personalised brand experience to purchase in store or online.
Carrefour’s partners will also benefit from the deep insights on consumers, offering more contextualised offers and leveraging unequalled campaign analysis and performance tools.